EDINBURGH, Scotland & LONDON –TVSquared, the global leader in TV attribution, announced that its partnership with MediaMath has expanded to include Europe and Asia. Advertisers can leverage real-time analytics to measure and optimize the performance of programmatic video ads served via connected TV (CTV). MediaMath is leading the way in providing performance, transparency and accountability for targeted TV buys.

Across the world, streaming viewership is soaring due to the homebound economy. In Europe’s two largest advertising markets alone – the UK and Germany – time spent with streaming services is up by 23% and 30%, respectively. Based on MediaMath’s own platform data, CPMs for CTV/OTT dropped over the last two months as viewership on cord-cutter platforms skyrockets.

“The opportunity for advertisers to reach consumers across ad-supported streaming content has never been greater than it is right now,” said Viktor Zawadzki, General Manager EMEA, MediaMath. “As our preferred partner for CTV attribution, TVSquared’s technology works in every country in the world, making real-time proof of performance for CTV campaigns a reality for advertisers across the globe.”

“Now more than ever before, cost optimization – understanding how every dollar in an ad budget is working – is top of mind for marketers,” said Calum Smeaton, CEO and Founder, TVSquared. “Partnering with MediaMath, which is trailblazing a fully transparent, accountable media supply chain, we are able to provide thousands of advertisers with complete visibility into CTV campaign performance, all at a global scale.”